The Deceptive Nature of Sports Betting Advertising

via the Financial Times.

Legalized sports betting quickly is becoming a dangerous aspect of many Americans' lives. Is predatory advertising to blame?

Just a few years ago, if you wanted to gamble, you either had to go to Las Vegas or find a questionable casino that reeked of liquor and bad decisions. Now? All you need is your constantly accessible smartphone, a little free time and a touch of boredom.

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Sports betting statistics, according to the American Gaming Association: 

Total Economic Impact: $328.6 Billion

Total Jobs Supported: $1.8 Million

Total Tax Impact & Tribal Revenue Share: $52.7 Billion

TOTAL GROSS GAMING REVENUE: $115 Billion (2024)

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Sports betting has shifted from a partially-legal niche hobby shrouded in secrecy to an accessible mainstream part of many Americans’ lives. One of the most alarming aspects of its rise is how it’s advertised by appealing to potential users by making betting seem like one of the easiest and lowest-risk things you could possibly do. Bet $5, win $150? “Risk-free bets”? “Bonus plays”? These commercials approach consumers by appearing as sports books who just wants to help you get rich quick.

But, like everything that sound too good to be true — none of it is actually free.

And it’s certainly not risk-free. Every promotion hides terms and conditions that make sure you’re never just walking away with easy money. A University of Michigan Journal of Law Reform article calls this out directly: the advertising is misleading. The piece breaks down how these promos are packed with fine print most viewers never read. Because why would they? You’re just trying to bet the over on receiving yards, not accidentally pick up a new addiction or feel foolish enough to fall for a scam. 

Then there’s the fact that these ads are everywhere. Even if you mute commercials during a game, you’ll still see FanDuel behind home plate, DraftKings logos along the sideline, and ESPN casually featuring an on air analyst who slips odds into mid-game commentary like it’s just another stat. It’s not subtle — and that’s exactly the point. Betting has become so embedded in sports culture that it’s starting to feel like you’re the odd one out if you’re not doing it.

via Getty Images.

16 regional sports networks rebranded their
channels as the FanDuel Sports Network in 2024. 

That’s a problem.

And it’s one we aren’t talking about enough.

According to NJ Spotlight News, more and more families are being torn apart by gambling addiction. A CBS News investigation into sports betting shows how what starts as a “fun” app can ruin someone’s life before they even realize it. It’s scary how fast a “just-for-fun” parlay turns into weekly deposits and a dangerous cycle of “just one more try.” 

"The advertising is just like the old beer ads and the cigarette ads that were on TV for years. It's the same situation," said Vin Bickler, who is a recovering gambling addict and now answers the help line at the Council on Compulsive Gambling of New Jersey. "People are being sucked into thinking that it's glamorous, thinking they're going to win, and they don't win. In the end, they lose everything."

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WATCH MORE: CBS Sunday Morning

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Celebrity endorsements are another alarming piece of these advertisements. When fan favorites Kevin Hart, Jamie Foxx and LeBron James are all telling you it’s easy to place a small bet and win big, it’s hard to remember that these apps are genuinely designed for you to lose. App developers use your data to send push notifications when you’re most likely to open them. They boost odds just enough to make a big win seem possible, while ensuring that 99% of users don’t actually hit.

These tactics aren't just affecting individuals who have already tried gambling. 

While I was writing this piece, my brother — who has been a Knicks fan through everything — texted me a screenshot during Game 3. It wasn’t about the score. It wasn’t about Jalen Brunson. It was a three-legged parlay.

via Gabriella Radburn.

My brother's parlay from Game 3. 

He had OG Anunoby over 23.5 points, rebounds and assists; Karl-Anthony Towns hitting three threes; and Josh Hart going over 14.5 combined stats. All of them hit. But while the Knicks were deep in a playoff battle, he was tracking his parlay like it was the stock market, rather than simply enjoying the game.

That’s what this new betting atmosphere does. It shifts the focus. Suddenly, even die-hard fans aren’t just watching their team, they’re watching the odds. Games become less about cheering for your team and more about hoping your bet cashes.

Although researchers at the University of California, Los Angeles and the University of Southern California examined data of more than four million Americans and found that access to legal online sports betting ultimately harmed consumer financial health by leading to lower credit scores and higher rates of bankruptcies, this isn’t a debate about whether sports betting should be legal. In fact, amongst the general population 54 percent said sports betting should be legal, with just 22 percent opposed. The primary issue is how online sports betting is marketed. Among sports fans, 52 percent agree there are far too many sports betting ads shown during broadcasts. 

If tobacco companies were banned from using cartoons to hook young consumers, why are gambling apps allowed to use equally predatory tactics? If gambling is illegal for those under 21 in most states, how is it ethical to advertise during broadcasts this demographic consistently watches? 

There is a need for regulation in advertising to address the proven harms associated with the rapid growth of sports betting.

via Men's Health.

Men’s Health surveyed men across the United States
and discovered that 38 percent of them had placed
a sports bet in the past 12 months, evident of the
culture present within athletics today. 

The problem isn’t gambling itself, it’s how normal it’s become. It’s the idea that everyone’s doing it, and if you’re not, you’re missing out. In order to maximize profits, major sportsbooks normalized online gambling and embedded it into sports culture as fast as they could. But the reality is, most people aren’t winning. Most people are losing money consistently and doing it through something that’s supposed to bring us together: sports.

At the end of the day, these companies don’t care about your loyalty to your team or your “gut feeling” about a game’s outcome.

They care about your wallet.

So the next time you see a “risk-free” promo, take a second to think about who it’s really designed to benefit. 

Because I promise, it’s not you.

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If you or someone you know is struggling with a gambling problem, help is available. The National Council on Problem Gambling provides a range of resources, including answers to commonly asked questions, a gambling behavior self assessment, information about treatment and the National Problem Gambling Helpline (1-800-GAMBLER) to help connect you with local resources.
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